Jane, the new owner – The company that wanted to be sexy
Jane had a problem. One of the companies that she suddenly acquired was, frankly, dull and boring. It had previously been owned by some fuddy-duddy who was stuck in the dark ages and whose idea of motivation was to buy the cleaner a Dyson. Sure, they were seen as successful – but they were actually struggling to keep ahead of the competition and not many knew who they were, outside their loyal customer base.
But Jane could see there was gold in this company – and the gold was in their customer service. The company had previously been family-owned and had excellent long-term relationships with its established customers.
What Jane needed to do was grow the company by raising its profile. She needed to transform its presence and make it highly attractive, hugely appealing and excitingly glamorous. She needed to create a business that was ‘physically present’.